Negative Effects of Cause-Related Marketing For Charitable Organizations

Cause-related marketing is often beneficial for firms, while the authors understand when cause-related marketing has negative consequences for charities. The authors show that subsequent donations decrease when a charity partners with a hedonic (utilitarian) product. These adverse effects arise because a hedonic partnership reduces the importance of the charitable cause.



Citation:

Colton Pond and Uzma Khan (2020) ,"Negative Effects of Cause-Related Marketing For Charitable Organizations", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 913-917.

Authors

Colton Pond, University of Miami, USA
Uzma Khan, University of Miami, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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